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The five key ingredients of every event programme

We delve into five elements to incorporate when curating event programmes in the healthcare sector, and delivering them with impact on the day.

By Greta Nicholls, Project Director, SWM Partners

The event programme is a core part of any and every healthcare meeting. It ensures structure and organisation, and accounts for everything from presentations and Q&A time, to speaker selection.

Also important to consider, is the way in which the programme will be delivered in real time, and how it can be done so in a way that maintains delegates’ interest.

Ingredient one: Goal identification

First things first, take a step back and hone in on your core objectives for the meeting. Is it to educate healthcare professionals throughout the globe about clinical trial updates? To secure a particular number of delegates, and ensure they are engaged? Or, perhaps it’s to provide internal updates to employees, and boost morale?

These goals should inform every aspect of the event’s programme, and your specialist agency partner can support you to pinpoint them.

Ingredient two: Audience research

Peoples’ expectations when it comes to attending events have changed in a post-pandemic world, and they are constantly evolving. This means it’s important to understand your target audience prior to developing the programme.

This can be achieved by conducting pre-event surveys, or looking to past data to uncover those topics, presentation styles, formats and so forth that resonated with this group in the past, among others.

Ingredient three: Content creation

Once goals have been identified and audience data and feedback compiled, it’s time to develop the contents of the programme. Scientific experts add immense value here, as they will extract the key data from the materials you provide, and ensure it is communicated clearly and succinctly, for maximum education and awareness.

A strategic approach to communicating the content is a must too. Aim for variety to keep audience members engaged – we recommend compelling and relevant visuals, videos, explainer animations and digital materials to support what is being shared.

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Ingredient four: Speaker selection and presentation

Consider who will resonate with your audience. Study or therapy area KOLs are well respected and may therefore help you to attract attendees, as well as keep them interested, meanwhile study participants can provide in-depth insight into the effectiveness of a product.

Speaker support is essential, and should cover pre-event briefings, rehearsals, and presentation formatting. Branded presentation decks for all speakers create a sense of cohesion, and it’s always beneficial to work with a partner who can add the finishing touches to presentations right up to the day of the meeting.

Depending on the programme’s content, look to a range of presentation styles, too – such as keynotes, panels, breakouts and hands-on demonstrations throughout the session or day/s.

Ingredient five: Location, platforms and engagement tools

The way in which you communicate the programme also requires careful planning. The event's format should be selected based on your goals and preferences of the audience, and planning requirements will vary accordingly.

If it’s wholly in-person, for example, venue selection is key, and close attention should be paid to minimising the event’s environmental impact through reducing travel where possible, meanwhile a completely virtual meeting may require a team of digital experts to design and manage your bespoke platform.

Regardless of format, tools such as live polling, quizzes and Q&A are a must, as they aid with both learning and engagement, and can facilitate organic networking among audience members.

Looking for event programme support?

We specialise in curating programmes of this nature, as well as managing them from start to finish. Get in touch with our team to learn more via hello@swmpartners.com.